Common Advertising Mistakes
Perhaps the greatest obstacle to good advertising is excess. Ads can end up so crammed with ideas and features that they appear dense and uninviting. If over-designed, they can be more artistic than motivational, obscuring the sales message. If over-written, they can become too subtle or cute. Certainly, some of the best ads ever created are clever and visually arresting, but good ads must also sell.
Similarly, selling points may over-promise. Use "largest," "best," and other superlatives only if you can back them up. Avoid any claim that could be construed as deceptive. Note that in many countries around the world, it is illegal to mention a competitor by name or to directly criticize a competitor.
In addition, make sure the overall tone of your ad is upbeat and appealing. Emphasize the solutions you provide, not the problems you address. Get outside opinions on your new advertising concepts to be certain they carry the personality and message you intend.
References:
• Small Business Administration
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